Windows 10 also marks a potential milestone in a change of direction for a company that has built a $170 billion empire by selling software. In Windows 10, the business model of Microsoft's future is laid bare. In short: It's all about data.
At this point, Microsoft's operating system ships with a lot of services that users are already familiar with and dependent upon (e.g., OneNote, Outlook, Word, Excel). Windows 10 makes it clear that anything you do in these apps can (and likely will) be scanned, parsed, and sold to advertisers. Your emails, messages and documents -- nothing is off limits.
Sure, Google has already won hands-down in the search business on the Internet. But Microsoft still owns the desktop in both professional and personal environments. That reach could be over 150 million users, a number that includes the majority of web users and then some. In other words, the company is building an ad business of epic proportions off its existing user base.
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